DMA study: Integration of marketing channels lags

Published on May 12, 2011.

New York—While the vast majority of marketers using multiple channels are making an attempt at integrating marketing efforts among them, only about a quarter say they are effective at it, according to a new study from the Direct Marketing Association.
According to DMA's report, “Rowing as One: Integrated Marketing Today,” 93% of marketers using multiple channels indicated they have attempted to integrate their messaging, but only 27.4% of these said their efforts are “effective.” Other areas fare even worse, with timing across channels called effective by 16.7% of respondents and effective data analytics integration cited by 14.3%.
DMA's online poll of its membership, conducted in April, drew 325 responses.